The 5 Trends Transforming Global Marketing | TrenD 4
The Rise of Authentic, High-Quality Content
Global marketing is experiencing a seismic shift, driven by evolving consumer expectations and rapid advancements in business technology.
With an overload of AI-generated content, the demand for higher-quality, authentic content is growing. Consumers are becoming more discerning, and purely machine-generated content is often perceived as inauthentic or low quality.
Machine-Generated Content
While AI is a powerful tool for content creation, it’s not without its limitations. Today’s machine-generated content can sometimes lack the nuance and authenticity that consumers expect and of course, GenAI can ‘hallucinate’ giving incorrect responses.
As a result, there continues to be a demand for content that combines the efficiency of AI – for content creation and translation – with the expertise of human creators, reviewers, and editors. This approach ensures that content is produced quickly but meets the high standards required for global marketing.
User-Generated Content (UGC) and Influencer Marketing
There’s a growing emphasis on creating content that reflects real human experiences, emotions, and expertise. One manifestation of this trend is the rise of UGC and influencer partnerships.
Consumers tend to trust content from their peers or respected figures in their communities more than traditional branded content. AI can sift through UGC for trends and sentiment analysis. It can also help identify the right influencers for different markets, ensuring that campaigns are both authentic and effective.
Shorter Content Formats
The formats in which content is delivered are also changing. While long-form content still has its place, there’s a growing preference for shorter, more digestible formats. Short-form videos, in particular, have exploded in popularity, driven by platforms like TikTok and Instagram Reels. AI tools can generate short-form content or convert longer videos into shorts.